It is a generally accepted view that 80 percent of technology projects fail to achieve the desired results. Does that mean the technology failed to meet company expectations? In most cases, no. The technology is an easy scapegoat, and unfortunately it can often take the lion's share of the blame. As this paper makes clear, the successful adoption of marketing change - and getting the desired results - hinges on people, as much or more than the associated technology.

Organizations struggle with successful adoption whether it's a new strategy, process or technology. Everyone talks about how hard change is - it's old news. Yes, people dislike change; we know that. However, taking the right approach from the start can make the entire process less cumbersome, more efficient, more effective, engaging and exciting.

Without a doubt, the single biggest indicator of integrated marketing and technology success is user adoption. Adoption simply means the people who must interact with technology, strategic approach or process on a regular basis understand why the change is taking place and are willing to act appropriately.